Story first, sales second: Indonesia and Malaysia redefine authentic Ramadan advertising

Indonesia and Malaysia are drawing a clear line on what makes Ramadan advertising feel authentic in 2026 – and it is not celebrity endorsements or aggressive promotions. New research from YouGov Surveys: Serviced shows that consumers in both Southeast Asian markets place heartfelt storytelling above discounts or star power during the holy month, setting them apart from Gulf markets.

In Indonesia, heartfelt family storytelling ranks highest at 37%, closely followed by ads promoting charitable or sustainable action at 32%. The data suggests emotional depth paired with visible social contribution is key to perceived authenticity.

Malaysia shows a similarly strong preference for family-led narratives, also at 37%. However, Malaysian consumers demonstrate a more balanced response to cultural and community cues, with 26% favouring ads highlighting local culture and heritage, and 22% valuing real community representation.

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By contrast, Saudi Arabia and the UAE prioritise special offers and tangible value, alongside cultural cues, over purely emotional storytelling. In Saudi Arabia, ads centred on special offers (27%) and local culture and heritage (24%) lead perceptions of authenticity, edging ahead of family-led storytelling (21%). The UAE shows a similar hierarchy, with local culture and special offers (both 27%) at the top.

Across all five markets, celebrity or influencer-led Ramadan campaigns rank among the least likely to be perceived as authentic – a consistent reminder that relevance and resonance outweigh star power during the holy month.

Faith and family remain central

Beyond advertising expectations, Ramadan continues to be defined primarily by faith. In Indonesia, 62% say the month represents a time for faith and spiritual reflection, while Malaysia records 56%. The figures are higher in Saudi Arabia and the UAE, but spirituality remains the dominant association across all five markets.

Family and togetherness are also central to the Ramadan experience. Indonesia stands out, with 51% associating the month strongly with family – the highest among markets surveyed.

Ramadan’s association with generosity and giving back remains strong in Southeast Asia. In Indonesia, 39% say generosity best represents the month, compared with 26% in Malaysia. While Türkiye records a higher figure, the data reinforces the opportunity for brands in Indonesia and Malaysia to embed credible community impact into their Ramadan narratives.

Selective shifts in daily routines

Behavioural changes during Ramadan are pronounced but targeted.

In Indonesia, 73% expect to spend more time on religious or spiritual activities during the month, compared with 58% in Malaysia. Family time also increases, with 56% of Indonesians and 49% of Malaysians saying they plan to spend more time with loved ones.

However, around half in both markets say their exercise and wellbeing routines will remain unchanged, suggesting continuity in certain lifestyle behaviours. Travel expectations are also relatively stable in Southeast Asia, with around four in ten in Malaysia and Indonesia saying their travel plans will stay the same – contrasting with Saudi Arabia, where nearly half expect to travel less.

Evening media dominance

Ramadan continues to shift media consumption firmly into the evening.

In Malaysia, 47% report watching TV between 7-10pm during Ramadan, while Indonesia records 34% in the same slot, reflecting a more evenly distributed viewing pattern across the day. Late-night viewing (10pm-2am) reaches 21% in Malaysia, while Indonesia shows comparatively stronger afternoon viewing at 30%.

For media planners, this signals prime evening windows, but also flexibility in Indonesia where attention is less concentrated in a single time band.

Separately, YouGov’s data on THR (holiday allowance) spending in Indonesia further highlights how Ramadan consumption is both emotional and practical.

While essentials remain universal – food and drink (77%) and clothing (around 80% for both men and women) top the list – gendered priorities emerge in discretionary spending. Women are far more likely to allocate THR to self-care and cosmetics (62% vs. 29% of men), as well as bags and Eid hampers. Men, meanwhile, lean towards gadgets (30% vs. 16% of women) and are three times more likely to spend on automotive needs.

Notably, allocation towards financial products or investments is almost identical across genders, signalling a shared focus on longer-term security alongside festive spending.

Together, the findings suggest that while Ramadan is anchored in faith and family, the way consumers channel their resources during the season reflects both cultural tradition and evolving lifestyle priorities – offering brands clear cues on how to remain relevant without losing authenticity.

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